How strong is your brand image? If you're not sure, that's a bad sign. A solid brand image connects directly with your target market, represents your values and goals, and becomes an integral part of your customers' lives. A weak brand image might missrepresent you, make you look bad, or make you easily forgettable. Ready to do the work?

1. Harness Brand Image to
Gain a Competitive Advantage

2. What is Brand Image in Business?

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• The phrase "brand image" connects
building relationships with customers
and gaining marketplace traction.

4. • Customers interact with the company,
its products, services, and solutions
through a complex touchpoint
network.
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5. • These interactions contribute to
customer experience (CX), which is
drilled down into functional,
behavioral, and emotional
connections.
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6. • In combination, all these influences
drive customers toward a net
impression of the brand and the
company behind it.
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7. Why is Brand Image so Important?

8. • Customer loyalty is the holy grail for
professional marketers, and brand
image is at its core.
• Loyalty means repetition-buying for
relatively little cost.
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9. • True brand aficionados perceive the
brand to be an integral part of their
identity – even an extension of their
self-image.
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10. • Customer retention is a beacon of an
entrenched positive brand image,
while customer churn indicates fuzzy
or disintegrating brand image.
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11. • Therefore, growing one’s revenue and
registering a healthy ROI relies heavily
on a consistently full, glowing brand
image in the company’s targeted
markets.
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12. How Stable is a Brand Image?

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• Brand image depends on a unique
combination of customer category
thought patterns, driven by its
members' CX.

14. • Sometimes news of one key
touchpoint fail goes viral, shattering
brand image in an instant and scaring
away even loyal customers.
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15. • Market momentum comes when
brand image resonates with a few
opinion leaders in a group
representing substantial buying
power.
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16. • If the market influencers' sentiments
toward a brand image turn sour,
group buying activity will dissolve like
air in a popped balloon.
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17. • Through market segmentation, you
can predict how customers may react
to specific touchpoints.
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18. • By grouping prospects, we can
construct fairly accurate CX journeys
and thought patterns of the people
in the segments.
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19. • Demographic data
• Age
• Religion
• Language
• Education
• Social affiliation
• Psychographic data
• Information on why customers behave
the way they do
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20. • Another angle to look at brand image
is the mental vision of a brand, which
evokes one of three reactions:
• An emotional sense of comfort
(positive image)
• A feeling of discomfort
(negative image)
• A flatline attitude
(neutral image)
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21. Robust Brand Image Example

22. • Millions see Coca-Cola as the
beverage at the center of happy
occasions where friends and family
are celebrating in times of joy and
relaxation.
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23. • The McDonald’s logo ushers in a
brand image built on offering
inexpensive food, with consistent
quality, served quickly.
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24. • Walmart represents an extensive
range of respected quality
consumables attached to relatively
low prices.
• Costco rides on an image of
wholesale prices of supermarket
merchandise to a public used to
buying retail.

25. • Nike appeals to venturesome outdoor
people that are unafraid to take on
new challenges (i.e., their “just do it”
message implies “don’t be afraid”).

26. • Airbnb channels itself as a traveler’s
new way of enjoying different
locations with five-star hotel
comforts, minus premium hotel
prices.

27. • IBM provides expanding
brainpower for big business and
growing companies with
steadfast brand image
development.

28. How Do You Create a Brand Image?

29. • Creating a powerful brand image can
go in one of three directions:
• Downhill
• Skyward
• Nowhere

30. “Nowhere” and “Downhill” brand
image directions.
• These generally emerge when
marketers lack foresight, misjudge
their audience, align with misaligned
customer sentiment, and have no
clear understanding of CX.
• Moreover, they have an inadequate
appreciation of demographic and
psychographic data.

31. • The net result is that their
communications are confusing, fuzzy,
contradictory, or go against the grain.
• When targeted customers fail to
identify with a brand or see it as a
symbol of their society, the brand
image is likely to collapse.

32. “Skyward” brand image direction
• Conduct ongoing market research to
understand key segments.
• An overview provided by a brand
perception survey answers numerous
tricky brand image questions.

33. • Strong online reputation
management.
• Developing an engaging eCommerce
presence is vital to brand image
success.
• It brings unique slogans, headlines,
taglines, keywords, landing pages,
and blogs to the front of our
attention.

34. • Communication impact all around
that ultimately embraces word-of-
mouth, packaging, social media
(audio and visual), and perfectly
timed ads.
• These separate elements combine in
a jigsaw puzzle-like fashion to build a
positive brand image.

35. Final Thoughts

36. • SoGoSurvey is at the forefront of
brand image development from any
viewpoint.
• Their team is at the cutting edge of
CX analysis, tracking customer
journeys, market segmentation, and
marketing surveys across the board.

37. • Markets intent on building,
maintaining, and adding to brand
image platforms gain immeasurably
from harnessing these professional
skills to bolster their internal
activities.

38. A strong brand image improves
perception of the brand, creates
an interest to purchase, and
reduces associated risk.

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40. Have we met socially?

41. Thank you!